Maybelline has named Miley Cyrus its new global ambassador in a campaign that blends music, make-up and authenticity.
The Grammy award-winning singer behind ‘Flowers’ has just been unveiled as the new face of Maybelline New York, in a partnership that unites two inseparable worlds for the artist: make-up and music. The debut campaign not only showcases a radiant, natural look but also reimagines the legendary “Maybe it’s Maybelline” jingle with a contemporary and deeply personal touch.
“I remember singing the Maybelline jingle as a child, imagining I was the one on screen. Now, I am,” Cyrus shared. “Turning something so iconic into something of my own… it’s powerful and deeply personal.”
Set in a recording studio, the campaign captures the artist with glossy nude lips, matching eyeshadow and defined lashes highlighted by the brand’s famed Sky High mascara, for which she will also be the face. According to Sandrine Jolly, Global Brand President of Maybelline, “Miley is more than a global icon: she is a muse of modern beauty. With her unmistakable voice and vision, she transforms our jingle into something intimate, emotional and representative of this new era for Maybelline.”
Beyond this launch, the partnership will encompass further global campaigns, a new colour line and multiple activations both in-store and across digital platforms.
“You can’t separate make-up from music,” Cyrus adds. “Both are part of expression. Make-up enhances performance, but also truth. Maybelline and I share the belief that make-up should be free, fluid, personal. This collaboration comes at the perfect moment in my life.”
With this new signing, Maybelline continues to embrace authentic voices that resonate with younger generations. Cyrus now joins fellow ambassadors such as Shay Mitchell and Peggy Gou, cementing a universe where beauty is defined not by rules but by identity.
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